Marketing plans : how to prepare them, how to profit from them /

In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: McDonald, Malcolm (Autor), Wilson, Hugh, 1962- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Wiley, 2016.
Edición:Eighth edition.
Temas:
Marketing > Management.
Marketing > Planning.
Marketing > Gestion.
Marketing > Planification.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Marketing > Management
Marketing > Planning
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Preface and acknowledgements
  • How to use this book to achieve the best results
  • Learning features
  • Tutor's guide
  • An important note to the reader from the authors
  • The marketing planning process and the output
  • Understanding the marketing process
  • The marketing planning process : the main steps
  • The customer and market audit part 1: Understanding markets and market segmentation
  • The customer and market audit part 2 : Understanding customer needs and developing value propositions
  • The customer and market audit part 3: The product audit
  • Setting marketing objectives and strategies
  • The major elements of marketing
  • The integrated marketing communications plan
  • The sales and key account plan
  • The multichannel plan : the route to market
  • The customer relationship management plan
  • The pricing plan
  • Marketing plans measurement and implementation
  • Implementation issues in marketing planning
  • Measuring the effectiveness of marketing planning
  • A step-by-step marketing planning system
  • Conclusion: guidelines from the authors on world class marketing
  • Index.

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